The Gorgeous Brand: Understanding Consumer’ Conspicuous Consumption for Luxury Tourism Products

Authors

DOI:

https://doi.org/10.29036/jots.v13i24.308

Keywords:

conspicuous consumption, prestige sensitivity, specific product, luxury tourism

Abstract

This study aimed to examine how prestige sensitivity and fashion leadership affect conspicuous consumption via specific products and the moderate role of brand consciousness on conspicuous consumption. We collected samples of conspicuous consumption behaviour from three famous travel online communities’ consumers by mailing an online survey hyperlink to those who qualified tourists. Statistical analysis involved the use of SPSS and SmartPLS programs. As prestige sensitivity and fashion leadership can contribute to conspicuous consumption, the uniqueness of luxury tourism products should be considered as a mediator variable in determining conspicuous consumption. Tourism marketers can communicate prestige to the consumer through advertising that encourages the consumer to purchase. Advertising oriented toward prestige sensitivity can play an attractive role in luxury tourism product sales. Luxury tourism providers need to stand out and differentiate their product characteristics to suit the individual needs through differentiated products or dedicated services.

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Author Biographies

Tzu-Ching Lai, National Kaohsiung University of Hospitality and Tourism, Kaohsiung, Taiwan (R.O.C)

Tzu-Ching Lai is an assistant professor in the Department of Travel Management at the National Kaohsiung University of Hospitality and Tourism. He received his Ph.D. degree from the Graduate School of Business Administration, Ming Chuan University. His research interests include tourism management, tour operation, and travel industry management. His papers have been published in the Journal of Leisure and Recreation Industry Management, the International Journal of Tourism Research, and others. Before joining academic work, He has twenty years of experience as a director of travel agencies.

Chia-Li Hsieh , National Kaohsiung University of Hospitality and Tourism, Kaohsiung, Taiwan (R.O.C)

Chia-Li Hsieh is an associate professor in the Department of Hotel Management at the National Kaohsiung University of Hospitality and Tourism, Taiwan. She received her Doctor of Education in the Department of Human Resource Training and Development at Idaho State University in the United States. Her research interests include hotel and lodging management as well as strategic human resources management in the hospitality sector. Her research has been published in the Journal of Travel & Tourism Marketing.

Edward Ku, National Kaohsiung University of Hospitality and Tourism, Kaohsiung, Taiwan (R.O.C)

Edward C.S Ku is a professor in the Department of Travel Management at the National Kaohsiung University of Hospitality and Tourism. He received a Ph.D. degree from the Graduate School of Business Administration, National Central University (Taiwan). His research interests include tourism management,  electronic commerce, supply chain management, knowledge management, and information systems applied in travel management. His papers have been published in the Journal of Tourism and Service, The Service Industries Journal, Service Business, Journal of Air Transport Management, Journal of Hospitality and Tourism Research, International Journal of Tourism Research, Journal of Travel and Tourism Marketing, International Journal of Hospitality Management, Internet Research, Online Information Research, and others.

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Published

2022-06-30

How to Cite

Lai, T.-C. ., Hsieh, C.-L. ., & Ku, E. (2022). The Gorgeous Brand: Understanding Consumer’ Conspicuous Consumption for Luxury Tourism Products. Journal of Tourism and Services, 13(24), 108–127. https://doi.org/10.29036/jots.v13i24.308

Issue

Vol. 13 No. 24 (2022): Journal of Tourism and Services

Section

Scientific Papers

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Copyright (c) 2022 Journal of Tourism and Services

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